How mobile has Rewritten the rules, no more idle micro moments

A few days ago, while waiting for my turn at the post office, I have witnessed the definitive disappearance of the downtime. Do you remember how boring was to carry out some dull activities only ten years ago?

Well, we have now said goodbye to the idle moments. The smartphone is the key to unlock the potential of those moments when we have nothing to do but waiting and waiting. The queue has never been so exciting.

Mind you, we are not saying that we will not be stuck in the waiting rooms in the next future. The digital disruption has changed a lot but, at least till now, we still have to face the boredom from time to time.

What has changed is the quality of these experiences. The random unattractive magazines stacked on the table of the doctor’s waiting room have given way to the smartphone. Thus, we have the whole world in our hands.

We live in the era of the Micro Moments and no idle moments are allowed anymore. Google has tackled this important matter in a recent article published on Think With Google. The post, titled “How mobile became a power tool in idle moments”, starts from the awareness that:

“The smartphone has become indispensable in getting things done. In our latest research, we found that 75% of people say their smartphones help them to be more productive. But it’s more than that. Productivity has an emotional impact as well. Fifty-four percent of people say their phones reduce stress and/or anxiety in their lives.”

And we all know how stressful it can be to stand in line waiting for a turn that never comes.

“Mobile quickly delivers results when they’re impatient, provides inspiration at their fingertips when they’re curious, and gives them a personalized experience when they’re demanding one.”

Google researchers have identified five typical scenarios when people turn to their phones to fight boredom.

A SPARK

This happens, for example, when something either just pops into your head or you are triggered by something you see.

AN URGENT NEED

This happens, for example, when you suddenly realize that you need something and you don’t know where to get it.

IN-STORE ASSISTANCE

This happens, for example, when you are strolling through the store’s aisles and use the smartphone to look for info, discounts, reviews.

MICRO-PRODUCTIVITY

This happens, for example, when you are stuck somewhere and scroll the list of things to do to move forward.

PLANNING AHEAD

This happens, for example, when you use the phone to plan the next moves in your life, from weekend trips to important purchases.

This is the story from customers’ perspective. What about your Brand? What about your marketing strategy? How can you exploit these micro moments to engage your customers and win their loyalty?

We leave you with a pretty interesting video, highlighting how mobile is impacting the opportunities and challenges for Brand and marketers.